The document challenges the traditional Paid, Owned, Earned (POE) model of digital marketing. It argues that the POE model has become Paid, Paid, Paid (PPP) as content distribution is now dominated by a few large platforms like Google and Facebook, requiring marketers to pay to reach audiences. It also notes that people's attention spans are shrinking and they are less likely to organically share content. The document proposes a new POE framework that focuses on paying for emotional content, earning word-of-mouth from talkable content, and owning rational explanations. It provides brand examples to illustrate this approach.
How fluent are you in paid media? The vocabulary that was once exclusive to the advertising industry has become required learning for today's top PR professionals. This quick guide defines key paid media terms and explains why they matter to all communicators.
Giving an overview of why Paid Owned and Earned Media (POEM) is more relevant than ever before. Understand the what the channels are; reason for growth; and how to approach it.
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
The Impact of Owned vs. Paid media April 2017Tom Collinger
The Medill IMC Spiegel Research Center at Northwestern University in partnership with Publicis Media conducted a study on the influence of Paid vs. Owned media on sales. The study looked at media and earnings data for 800 brands across 50 categories. This was a presentation given at the Advertising Research Foundation’s 2017 conference.
Mobile Essentials: HCMC - Paid, Owned, Earned of Mobile MarketingDacey Calisura
Understand the Paid, owned and earned opportunities in mobile marketing. Presented at the Mobile Essentials event in HCMC, Vietnam on 27th October, 2015.
Copyright 2015.
wwww.vietnamdigitalacademy.com
info@vietnamdigitalacademy.com
www.vietnamworks.com
How fluent are you in paid media? The vocabulary that was once exclusive to the advertising industry has become required learning for today's top PR professionals. This quick guide defines key paid media terms and explains why they matter to all communicators.
Giving an overview of why Paid Owned and Earned Media (POEM) is more relevant than ever before. Understand the what the channels are; reason for growth; and how to approach it.
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
The Impact of Owned vs. Paid media April 2017Tom Collinger
The Medill IMC Spiegel Research Center at Northwestern University in partnership with Publicis Media conducted a study on the influence of Paid vs. Owned media on sales. The study looked at media and earnings data for 800 brands across 50 categories. This was a presentation given at the Advertising Research Foundation’s 2017 conference.
Mobile Essentials: HCMC - Paid, Owned, Earned of Mobile MarketingDacey Calisura
Understand the Paid, owned and earned opportunities in mobile marketing. Presented at the Mobile Essentials event in HCMC, Vietnam on 27th October, 2015.
Copyright 2015.
wwww.vietnamdigitalacademy.com
info@vietnamdigitalacademy.com
www.vietnamworks.com
This report addresses the questions: What is native advertising and, by extension, what is it not? It also attempts to map and outline product offerings from the native advertising triumvirate: publishers, technology vendors, and social media platforms. What opportunities are inherent in this nascent form of digital marketing? And what are the inherent risks and pitfalls?
Paid Owned Earned - the book [sample editorial] by Nick BurcherPaid Owned Earned
Sample editorial from the new book 'Paid Owned Earned: maximizing marketing returns in a socially connected world' by Nick Burcher.
On sale 3rd March 2012 (available for pre-order Feb 2012.)
This sampler contains an excerpt from chapter one explaining how Paid Owned Earned media all work together and also features a brief excerpt from chapter 7 which discusses how Paid Media TV can be extended into Owned Media and Earned Media (and vice versa.)
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
Brands, media, and audiences used to have distinct roles in the marketing relationship. Today those roles overlap, creating new opportunities and expectations. People are now their own publishers of opinions, experiences, and preferences. They share those sentiments with each other in social spaces. Media properties are now playing host to serious conversations, with readers functioning as active contributors to the story. Brands are realizing that audiences are demanding more of them than simply shouting about their products and services — they are now expected to share back. As these forces blur together, the roles and expectations for brands, media and audiences will continue to change. Find out more at http://www.icrossing.com
Five Principles for Storytelling in a Multi-Screening WorldOgilvy Consulting
The increase in multi-screening, coupled with time spent on social channels, means content creation strategies need to evolve. Here are five principles to help you succeed.
It can be said that media and entertainment companies are primarily focused on creativity, not security. But as with every other enterprise, creative companies are under attack by increasingly sophisticated criminal organizations that are constantly on the prowl to find and exploit vulnerabilities in any organization’s security posture.
Music, creatives and techies all collide for SXSW. Fashion and brands are part of the experience, too. That's a ton of rich content in one tiny space. From a brand marketing perspective, user-generated content will grow and brands must be ready.
It was not Omar Al Mukhtar who introduced
the Arab Spring to Egypt but a
Google executive, Wael Ghonim, whose
campaign on Facebook and the famous
#Jan25 tweet that undermined Hosni
Mubarak’s political regime in Egypt. Similarly,
it was not a management consultant
who shaped customer service benchmarks
at United Airlines but a YouTube
video released by Dave Carol and his
band, earning more than 150,000 views
for his song about how United Airlines
broke his guitar during a transit from
Chicago to Omaha.
Dentsu Aegis Network - Quarterly on content marketingiProspect Norge
Content Marketing is essentially what it says – marketing with content, rather than with advertising. The new digital age has produced far more sorts of content – pictures, videos, apps - and therefore far more way for brands to use content in their marketing.
We are in a time where some people choose to block ads, and others choose to pay to avoid ads (for example in Spotify and Netflix); content marketing can bypass some of this avoidance.
How content marketing ruined content marketing (And what you can do to fix it)Omobono
Content marketing is over.
Or at least content marketing as we know it. Worn out. Used up. Over.
Don’t blame the audience for this, blame yourself; blame marketers. Blame marketing.
We did this to ourselves when we learned about content marketing – like a favourite old toy, a trusty pair of shoes; we latched on, we overdid it and this is why we can’t have nice things.
What is Content Marketing? - The AdCodeYachnaDiwan
Broadly speaking, content marketing is state of the art marketing approach to deliver valuable and relevant content to a particular audience, engaging and attractive enough to drive the consumer to desirable actions
This report addresses the questions: What is native advertising and, by extension, what is it not? It also attempts to map and outline product offerings from the native advertising triumvirate: publishers, technology vendors, and social media platforms. What opportunities are inherent in this nascent form of digital marketing? And what are the inherent risks and pitfalls?
Paid Owned Earned - the book [sample editorial] by Nick BurcherPaid Owned Earned
Sample editorial from the new book 'Paid Owned Earned: maximizing marketing returns in a socially connected world' by Nick Burcher.
On sale 3rd March 2012 (available for pre-order Feb 2012.)
This sampler contains an excerpt from chapter one explaining how Paid Owned Earned media all work together and also features a brief excerpt from chapter 7 which discusses how Paid Media TV can be extended into Owned Media and Earned Media (and vice versa.)
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
Brands, media, and audiences used to have distinct roles in the marketing relationship. Today those roles overlap, creating new opportunities and expectations. People are now their own publishers of opinions, experiences, and preferences. They share those sentiments with each other in social spaces. Media properties are now playing host to serious conversations, with readers functioning as active contributors to the story. Brands are realizing that audiences are demanding more of them than simply shouting about their products and services — they are now expected to share back. As these forces blur together, the roles and expectations for brands, media and audiences will continue to change. Find out more at http://www.icrossing.com
Five Principles for Storytelling in a Multi-Screening WorldOgilvy Consulting
The increase in multi-screening, coupled with time spent on social channels, means content creation strategies need to evolve. Here are five principles to help you succeed.
It can be said that media and entertainment companies are primarily focused on creativity, not security. But as with every other enterprise, creative companies are under attack by increasingly sophisticated criminal organizations that are constantly on the prowl to find and exploit vulnerabilities in any organization’s security posture.
Music, creatives and techies all collide for SXSW. Fashion and brands are part of the experience, too. That's a ton of rich content in one tiny space. From a brand marketing perspective, user-generated content will grow and brands must be ready.
It was not Omar Al Mukhtar who introduced
the Arab Spring to Egypt but a
Google executive, Wael Ghonim, whose
campaign on Facebook and the famous
#Jan25 tweet that undermined Hosni
Mubarak’s political regime in Egypt. Similarly,
it was not a management consultant
who shaped customer service benchmarks
at United Airlines but a YouTube
video released by Dave Carol and his
band, earning more than 150,000 views
for his song about how United Airlines
broke his guitar during a transit from
Chicago to Omaha.
Dentsu Aegis Network - Quarterly on content marketingiProspect Norge
Content Marketing is essentially what it says – marketing with content, rather than with advertising. The new digital age has produced far more sorts of content – pictures, videos, apps - and therefore far more way for brands to use content in their marketing.
We are in a time where some people choose to block ads, and others choose to pay to avoid ads (for example in Spotify and Netflix); content marketing can bypass some of this avoidance.
How content marketing ruined content marketing (And what you can do to fix it)Omobono
Content marketing is over.
Or at least content marketing as we know it. Worn out. Used up. Over.
Don’t blame the audience for this, blame yourself; blame marketers. Blame marketing.
We did this to ourselves when we learned about content marketing – like a favourite old toy, a trusty pair of shoes; we latched on, we overdid it and this is why we can’t have nice things.
What is Content Marketing? - The AdCodeYachnaDiwan
Broadly speaking, content marketing is state of the art marketing approach to deliver valuable and relevant content to a particular audience, engaging and attractive enough to drive the consumer to desirable actions
50 great reasons and creative examples for brands to use branded entertainmen...nous sommes vivants
Branded entertainment is not only "fun" brand content it's all the types of brand content that can satisfy the centers of interest of an audience on TV or on line : sports, music, films, ... It's not editorial content however it embodies the brand values and communicates on it's products.
1- Brands as fun destinations
Firstly, we're all used to seeing brands sponsoring entertainment as a means to get their logo and messaging in front of consumer eyeballs now brands are becoming destination sites and platforms for entertainment, in and of themselves.
2- Branded fun for new brand fans
Secondly, branded entertainment challenges brands to deliver a more enriching experience that consumers want yet communicate effectively what the brand values or the product benefits. Therefore it requires brands to create high quality branded contents, and not just sponsor an event, advertise within the programs, or create an ephemeral buzz.
3- Fun campaigns to promote fun contents
Brands investing in branded entertainment don‘t simply advertise on line. They use the tools that are available to best promote their content : paid media, owned media, earned media.
4- The new brand to fans relationship
Brands are able to develop an enduring direct-to-consumer relationship thanks to the quality content, however their potential fan base is much wider than their brand fans and they need to animate the extended fan community.
5- Live events for real time experiences
Communication enters a new era of real time marketing and brands come to life when people access their content all together at the same time and share their experience.
6- Data to spot fun insights on consumers
Trust me you are going to need it to do all the above !
Use this hashtag to participate in this document, join the conversation, or have a 5 mn laught at work #entertain_me
The days of 'launch and leave' are coming to an end. Now advertising must be thought of as improvisation; campaigns are evolving creatures which must be monitored and tailored as they unfold, otherwise they cease to be relevant.
Real time reaction is now essential – reacting and evolving in response to consumer feedback means campaigns can maximise opportunities to engage with consumers and allow them to become a real part of campaigns. Historically advertising agencies have been built to deliver at the 'Speed of Production'. Leo Rayman explains why this needs to change so that they operate at the 'Speed of Culture'. This implies big changes to the culture, skillsets, processes and structures of agencies.
Talking at IBRC's Social Media Futures Congress as the opening comment on on "what is the future of #socialmedia?" My thoughts: I'm not sure, anyone who says they know for sure - doesn't know. But... what I do know, is that social and content will become one. It kinda already has.
How participation brands can navigate the world of content marketingDavid McNamara
Something I wrote last year on content planning>
'Content that POPS' is a planning approach for helping participation brands navigate the world of content. It uses the planning principles of Purpose, Originality, Participation and Storytelling to guide the development of content planning for modern Participation Brands.
J'ai rédigé ce document qui collecte des faits et des exemples internationnaux dans la perspective du prochain PARIS 2.0 qui aura lieu fin Février début Mars et au cours duquel les profesionnels francais partagerons leur exemples de branded entertainment francais. La conversation à déjà lieu sur twitter via le hashtag #entertain_me. Tout le monde peut partager ses liens les plus amusant pour qu'on s'amuse 2 minutes au travail.
A l'instar de COCA COLA ZERO qui fait jouer ses consommateurs sur son site corporate, certaines marques proposent à leurs consommateurs de les amuser.
Ces marques qui marchent dans les pas Disney, la marque préfèrée des américains ne cherchent pas être des acteurs du marché du divertissement. Elles utilisent le branded entertainment pour interesser les consommateurs à leurs produits, capter leur attention et peut être gagner leur affection, voire pour mieux les connaitre pour
mieux les satisfaire.
En effet comme le montre GOOGLE qui annonce que 77% des americains consultent un autre écran pendant qu'ils regardent la TV, si les consommateurs sont de plus en plus connectés, ils sont de moins en moins disponibles pour les marques.
Produire des contenus divertissant apparait comme la solution la plus appropriée aux usages des americains qui passent 9 minutes par heure à se divertir en ligne (Experian). D'autant plus que les marques ne cherchent plus seulement à augmenter leur couverture avec un coup de buzz, elles cherchent à obtenir des retombées sur leur marque et au premier rang desquelles l'incitation à recommander
comme le révèlle une étude de OGILVY SOCIAL selon laquelle les marques ne parviennent pas à mobiliser leurs fans en ligne.
Si le branded entertainment est relativement bien accepté par les consommateurs, les annonceurs ont encore beaucoup de chemin à parcourir avec leurs agences pour arriver au niveau d'attractivité des contenus diffusés par BUDWEISER sur sa plateforme "made for music".
Ces annonceurs sollicitent leurs agences medias pour promouvoir leurs contenus transmedia. Ainsi quand MITSUBISHI sponsorise une émission diffusée à la TV, Absolut monte un partenariat éditorial avec VICE et NT1 diffuse son hashtag #walkingdeadNT1 via des ecards sur Twitter.
Divertir permet à ces marques de prendre vie dans le quotidien de leurs consommateurs en étant vraiment fédèrateur, utile et directement activables comme AMERICAN EXPRESS qui permet aux gens de partager leurs passions, L'Oreal qui aide à reproduire les looks vus à la TV ou IKEA qui donne accès à des contenus additionnels au fil de son catalogue.
Elles peuvent aller jusqu'à engager leurs consommateurs en temps réel, dans des moments forts en émotion comme DELL avec #DELLLIVE qui permet aux festivaliers de vivre des expériences augmentées ou tout simplement comme COCA COLA qui ajoute le WIFI à ses fontaines à soda.
Pour y parvenir les marques ont besoin de collecter de nouvelles donné
Curiosity Stop Special: Techcrunch Disrupt 2016We Are Social
Techcrunch Disrupt is where some of the world’s most game-changing technologies and tech innovations are first revealed. Didn’t get a chance to go? Fear not. We've identified six of the most interesting themes and talks from this year to keep you in the know of what’s going to be big over the coming months.
As brands get even deeper into content marketing, further improvements and challenges emerge. Here were some of the more interesting themes around content at this year's SXSW: Timing, Design, Commerce, and Privacy.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
2. Digital Marketing, a bedfellow of technology, has been through its own Hype Cycle: huge expectations from
Clicks, Social, Apps … followed by plummeting towards the reality that tech toys need to work harder to
deliver business objectives. And then, a gentle ascent towards digital efficiency through repeatable models.
Gartner Hype Cycle: http://www.gartner.com/technology/research/methodologies/hype-cycle.jsp
3. Paid
Owned
The most popular model of Paid Owned and Earned says – Pay for some content, get huge amounts of free
Earned content, and drive traffic to your Owned assets. This is a framework was relevant a year ago, but
even today, is being offered up like a magic pill to marketers.
4. That model of POE in 2015, is as much a reality as a Hoverboard is in 2015.
The movie ‘Back To The Future’ promised fantastic Hoverboards as a way of life – in 2015 – but the real
ones we have today are pretty grounded, literally! https://www.youtube.com/watch?v=HSheVhmcYLA
5. Paid
Earned
& Paid
Owned &
Paid
90
9
1
I believe the POE model is actually Paid, Paid & Paid (PPP) model. You pay to reach content to the 90, if the
content is good enough (this is often serendipity), 9 will create earned media, and 1 will find their way to
your owned assets. And at every step of the way, there is a component of Paid that filters through.
6. PUBLISHING
PEOPLE
Allow me to explain: this image is at once exciting to us marketers, & frightening to the human in us. It
reveals both the attractiveness of digital content, and the behavioural changes it causes. In the recent 8-12
months, seismic shifts have taken place in the world of content Publishing, and to People as consumers of
content. Understanding these changes will explain why we now have to do business with a PPP model.
7. The magnitude of content online is escaping quantification. We’re creating new words – Petabytes, Exabytes & eventually
Zettabytes – to define the data-size of text, videos, the billions of selfies & memes published online. In the open web, this
content is splayed across the internet – each website with its own domain, to be browsed at one’s own pace. The open
web is wide and allows for whattevabytes of content to exist comfortably – much like spread out American suburbia.
PUBLISHING
8. But in the past 2 years, ‘The Four Horsemen’* have gained incredible control over the open web. Just think about it:
Google defines how you find answers to questions, Facebook defines what you discover socially, the size of your
iPhone screen defines how you view your content and Amazon, in the developed world, defines what you buy.
These four admirable behemoths have constricted the sprawling open web into a narrow pipe through which massive
amounts of content must flow. In real-estate terms, American suburbia has become high-density Hong Kong.
*Credit Scott Galloway https://www.youtube.com/watch?v=XCvwCcEP74Q
9. Exabytes of content, with the potential to reach billions of people – but – within limited inventory! This is the classic story of high-
demand & low-supply reconciling themselves into a seller’s market. Sellers who need to patiently explain to us marketers why we
need to pay for the magic pill that was once free.
Making us wish that the rent, was heaven sent…(just stretching that real estate analogy!).
10. The influence of the Digital 1%, will continue to dominate the Digital 99%, being as they are, the most
efficient conduits to our consumers. We can see this happening already as News publishers begin to
redefine their ecosystems and their very business model. If they’re so deeply integrated into Facebook,
would BBC need it’s own .com? Should you buy ad space in bbc.com if no one’s going there?
11. Meanwhile, in an effort to be discovered by people, advertising has gone more native than ever, embedding itself
as Branded Content within the ‘news’. Native Advertising or Branded Content have worked very well in the most
part – but there are indications we may need to work towards more authentic models of content discovery.
Last Week Tonight with John Oliver https://www.youtube.com/watch?v=E_F5GxCwizc
12. And absolutely none of this branded content is Earned or Owned or free… it will take a respectable chunk
of the overall Paid digital media budget.
And so it is, that Paid content behind Google and Facebook, Paid content behind native advertising (which
in turn is discovered on Google & Facebook), transform POE into PPP!
13. Meanwhile, what’s happening to People? They’re hungry for content, alright! So hungry that they would
sign away their first-born* for free Wi-Fi to access content.
*social experiment with fake Wi-Fi T&Cs that no one reads! https://www.youtube.com/watch?v=plT5989P1v4
PEOPLE
14. Mirroring the narrow inventory available online, peoples’ attention spans are narrowing too. There’s just
too much content and too little mind space. We’ve all heard about it: we are the Twitter generation with
patience for no more than 140 characters.
15. People do engage actively with brands online, enough to create that magic pill of free, earned content. More often than not, it is a trivial
meme or a clever spoof of the brand that gets the most laughs, or traction. A few weeks ago, heavy floods in Bangkok affected Tops
supermarket (pic far left). That picture was transformed into amusing memes by consumers, and went viral on Line Messenger. It takes a
bold brand to turn this free, no-control content into an advantage as Tops did, by offering discount coupons to it’s Line Messenger group!
http://bangkok.coconuts.co/2015/03/25/internet-overflows-flood-memes
16. When it comes to sharing brand
content organically, Unruly
metrics show we must expect it to
be below 10%. Even Super Bowl
quality content is shared at
approx. 5% (i.e. 5 shares from
every 100 views)
https://unruly.co/insight/#whitepapers
17. When people do share content, the Earned media effect typically has a short shelf life. People are hungry for content – if they like it,
they talk about it, but very quickly move on to the next interesting story. Warhol’s comment on fame is true for digital content too!
https://unruly.co/insight/#whitepapers
18. Growth in market share comes by increasing
popularity… by gaining many more buyers (of all
types), most of whom are light consumers buying
the brand only occasionally.
Eventually, the people who grow our brands are the 90 we reach with paid media and good content, so
we convert them into more 9s and 1s.
19. Paid
Earned
& Paid
Owned
& Paid
90
9
1
In a largely Paid, Paid & Paid world, how should we plan for Content? How do we decide what kind of
content sits under which silo?
20. Begin with people at the center
We have to begin with the people brands serve.
People who have feelings, who like to talk and who want to know more.
21. PAY for the heart
EARN talkability
(pay for some of it)
OWN rational stories
(pay for all of it)
I propose a POE content framework that begins at the heart. Pay heavily for content that appeals to the seat of human
emotion, Earn talkability when people begin to talk about the things you made them feel, and Own the rational
stories & explanations that people will come looking for, when they want to know more about you.
22. This is a simple model that follows typical human behavior. When exposed to compelling video content, the
first thing viewers did was to talk to someone about it. The second thing they did was to seek more
information. So follow the trail of the emotional heart, the talkative mouth and finally, the rational brain.
https://unruly.co/insight/#whitepapers
23. $$$
Pay for the Heart: Content – blockbuster, epic type storytelling that appeals to emotions | Asset type – Video | Paid
Media – heavy investment | Timing – ideally 1-3 campaigns per year
CONTENT ASSET INVESTMENT TIMING
24. $$$
$
Earn Talkability & Pay for some PR: Content – consumer generated conversations, memes, that get shared | Asset
type – Hashtag to anchor all conversations | Paid Media – small, to promote positive conversations| Timing –
campaign #tag & always on #tag
CONTENT ASSET INVESTMENT TIMING
25. $$$
$$
$
Own rational stories & Pay for Search: Content – search strategy, search ad units | Asset type – destination page e.g.
website or YT channel| Paid Media – moderate towards Search | Timing – always on
CONTENT ASSET INVESTMENT TIMING
26. #epicsplit
Volvo Trucks example:
Van Damme video appeals to the heart (or funny
bone, if you may).
People love it, talk about it, few create inspired
content anchored around #epicsplit.
End game? Get those in the market for a Volvo, to
learn more about the engineering behind every
Volvo truck – by watching very rational & technical
videos on the dual-clutch technology.
https://www.youtube.com/user/VolvoTrucks?hl=en-GB&gl=SG
27. #ayoindonesiabisa
Clear Indonesia example:
Pay for the soccer- passion of Indonesian men.
Earn their talkability through conversations around
encouraging Indonesian soccer players anchored
on the #tag.
End game? Get young Indonesian men to consider
Clear men’s range of shampoos by Owning brand
salience & rational stories of the shampoo.
http://www.clear.co.id/
28. Knorr example:
Pay for the emotional story of the Flavour of Home.
Earn talkability when women have conversations
about how they love their mum’s cooking.
End game? Inspire women to cook delicious Knorr-
based recipes http://www.knorr.com.ph/
#lutongnanay
29. And just as the dust settles on that, Digital Marketing has entered the next phase of the hype cycle, what
with wearables and messaging driving massive expectations on what they can do for brands.
30. But we’re approaching these new technologies with maturity now. We know it’s a mostly PPP world and
programmatic buying platforms are already preparing the battlefield for inventory on a 2-inch screen.
31. 10M Private Messages
Line Pay
And Messaging looks promising, given the paths WeChat and Line have carved out, and
Facebook’s act of unbundling FB Messenger. Sir Paul McCartney recently sampled his latest track
on multiple platforms, only to get the largest reach on Line Messenger!
32. In summary: a lot has changed since Apple’s 1984 Macintosh ad, but much has remained just the same.
Stunning creative and efficient paid media, still create maximum impact. 1984 was an ‘insanely great’ piece
of content, backed with clever paid media at the Super Bowl (and contrary to myth, further airings). This is
also one of those rare, serendipitous examples of the magic pill of free earned media. For here we are,
some 30 years later, still talking about it.
33. Thank you for your time! I hope you’ve found this point of
point of view as interesting as I found it enjoyable to present.
It is an incredibly exciting time for digital marketing, and we’re
at the brink of the next explosion in innovation. Here’s to the
exchange of more ideas and opinions on how digital is
changing the world!
Triveni Rajagopal.